This Diwali, Cadbury is celebrating with Ogilvy

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | May 22, 2009
While the creative duties of the Celebrations brand lies with Contract, Ogilvy has been roped in for the Diwali campaign

Cadbury Celebrations, the chocolate gifting range from the Cadbury stable, has churned up a new concoction. The creative duties of the Celebrations brand lie with Contract, but Ogilvy India has been roped in to create a Diwali campaign for this year. Sources close to this development inform afaqs! that there was a round of presentations between both the agencies for this project.

The Cadbury business is divided between O&M and Contract. While O&M handles Cadbury Dairy Milk, 5 Star, Perk and Bournvita, Contract has got Eclairs, Eclairs Crunch, Halls and Bubbaloo besides Celebrations. Interestingly, Contract was initially roped in to handle the packaging assignment for Cadbury Celebrations and then bought onboard to handle the entire brand.

& #BANNER1 & #Cadbury Celebrations was launched in 1990 with the aim of replacing traditional gifting options, such as sweets and dry fruits, during the festive season. Hence, the communication for the brand has always been released during that season.

Over the years, Contract has done various campaigns to highlight the brand's positioning. Film actor, Amitabh Bachchan was also brought in as the brand ambassador a few years ago. One may recall the 'Lalten' commercial released by Contract a while ago. What Ogilvy's take on Celebrations will be remains to be seen.